Are you #livewatching?

Designers in the past had little competition and people were drawn to the company because of the name. Luxury brands now have adopted and applied social media marketing actions. Designer corporations are actively seeking out promotional strategies through social media to reach the audience which has changed from baby boomers to millennials. This drastic change has influenced marketing and advertising media in these companies because it is a different outlet of communication. Luxury is a necessity for millennials and they are constantly using social media channels, making it a necessity that the two work together.

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Dolce&Gabbana’s facebook page where it shows you how to livestream events

The luxury brand Dolce and Gabbana (D&G) realized the switch in media usage and now heavily use social media platforms such as Instagram, Facebook, and Snapchat to have conversations with their consumers. The effect of this has been positive for the company. D&G uses live streaming on Facebook to show what they are doing on a daily basis. The results that the company gets shows that large engaged audiences will remain engaged in your brand if your content is meaningful and relevant. D&G uses Instagram by having posts that contain the right content to target an audience. They use campaigns at certain times that go well with what is happening in the world. One campaign that was very successful was their “Back to School”campaign, that caught the attention of their consumers by having 4-6 posts about going back to school. D&G pin pointed: which audience they wanted to reach, which was younger (boys or girls), and targeted them in their Instagram posts.  These posts were made on Instagram because that was where they had the biggest amount of followers that were millennials and the younger generation. The company also used a new campaign during the 2015 Milan Fashion Week giving an inside look at a model’s day to day life. They posted selfies of the models on the runway to Instagram, creating a bigger following of devoted fans.The selfies allowed outsiders to get an “inside” look on model life and made it feel like the followers were also in Milan at the fashion show.

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Dolce&Gabbana’s back to school campaign on Instagram

It is hard to measure the effectiveness of a social media campaign. This can lead to less attention being put on on how well a campaign is doing if there is no measurement factor added in. Digital marketing is super important now because everything is online and the majority of companies promote branding through social media. D&G uses social media to build consumer loyalty by content. D&G is actively participating in their social media channels by creating conversations that they want to have with their consumers. They are constantly reaching out to different audiences that allow them to create loyalty and also get a bigger following. They have learned and adapted to the new ways of media and are getting more successful with each campaign.

By: Corinne Schmidt

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Ready, Aim, Fire: Targeting Consumers

In recent years, social media has globally taken over and has become an extremely effective communication platform for companies to interact with and market to their consumers and potential consumers.

Social media has enabled people to have plentiful access to huge amounts of information, as well as being able to share it with others. This has therefore made it possible for consumers to avoid marketplace exploitation, meaning they are a lot less likely to simply believe traditional advertisements and are more likely to look into whether or not a product or service is actually worth their time and money. Other than this, social media

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Companies are able to highly target consumers through social media

has also made it possible to highly target consumers. Nowadays, companies are able to track a person’s online activities and use that information to determine their lifestyle, their demographics, and other factors that could influence what they are most likely to buy/use. Companies are then able to send their advertising messages to the exact type of customer they are targeting.

Using social media as a marketing tool also means that a brand has the potential to build its awareness among the public. Nowadays, a huge amount and variety of people are currently using the Internet in their everyday lives, meaning that it is easier for a brand to make themselves known amongst the public. By having large followings on social media sites, a brand is able to reach thousands, if not millions, of potential customers everyday.

There are two types of social media communication, in terms of marketing. One is paid. This is where the company pays for advertisements to show up online and on social networks, and the other is organic. Organic content is created by the company itself, and can often lead to something called earned media. Earned media is what happens when consumers share their opinions and promote the company with others, either online or by word-of-mouth.

By: Kirsten Matthewman